Here’s an exercise: The next time you hear someone talking about algorithms, replace the term with “God” and ask yourself if the meaning changes. Our supposedly algorithmic culture is not a material phenomenon so much as a devotional one, a supplication made to the computers people have allowed to replace gods in their minds, even as they simultaneously claim that science has made us impervious to religion.
[…]Each generation, we reset a belief that we’ve reached the end of this chain of metaphors, even though history always proves us wrong precisely because there’s always another technology or trend offering a fresh metaphor. Indeed, an exceptionalism that favors the present is one of the ways that science has become theology. […]
The same could be said for data, the material algorithms operate upon. Data has become just as theologized as algorithms, especially “big data,” whose name is meant to elevate information to the level of celestial infinity. Today, conventional wisdom would suggest that mystical, ubiquitous sensors are collecting data by the terabyteful without our knowledge or intervention. Even if this is true to an extent, examples like Netflix’s altgenres show that data is created, not simply aggregated, and often by means of laborious, manual processes rather than anonymous vacuum-devices.
If algorithms aren’t gods, what are they instead? Like metaphors, algorithms are simplifications, or distortions. They are caricatures. They take a complex system from the world and abstract it into processes that capture some of that system’s logic and discard others. And they couple to other processes, machines, and materials that carry out the extra-computational part of their work.
Unfortunately, most computing systems don’t want to admit that they are burlesques. They want to be innovators, disruptors, world-changers, and such zeal requires sectarian blindness. The exception is games, which willingly admit that they are caricatures—and which suffer the consequences of this admission in the court of public opinion. Games know that they are faking it, which makes them less susceptible to theologization. SimCity isn’t an urban planning tool, it’s a cartoon of urban planning. Imagine the folly of thinking otherwise! Yet, that’s precisely the belief people hold of Google and Facebook and the like.